Pandora’s brand relaunch officially kicked off last week with an event in Los Angeles. The company said the brand relaunch, which is the largest marketing investment in the company’s history, involves a refreshing of all consumer touch-points to increase brand relevance — including the introduction of a new store design, new collaborations, celebrity endorsements, and new products.
Pandora said it will also present new online stores and refresh its presence on marketplaces such as Tmall.
“Since the launch of the Moments platform in 2000, Pandora has built the best known jewellery brand in the world by allowing consumers to emotionally connect with their jewellery through co-creation and self-expression,” said CEO Alexander Lacik. “Today we strengthen this core proposition with a complete renewal of our entire consumer experience.”
Pandora introduced a new company slogan at the brand relaunch event, “We give a voice to people’s loves – Passions, People & Places”, along with an updated logo and monogram. The new visual identity will appear across all Pandora channels, as well as advertising campaigns together with Pandora’s updated nomenclature in what the company says is a fresh, modern tone. The company has also adopted the colour pink as its new main marker and recognisable statement across all consumer touch-points.
One of the cornerstones of the brand relaunch is a new store design called Expression that builds on discovery and collecting. The new store concept will gradually roll-out with a number of fully refurbished key stores in 2019.
Pandora’s 20 online stores are shifting to the new visual identity today with significantly improved listing and product pages that optimise navigation and check-out flow. According to the company, the new online stores also have cleaner visuals, better product imagery while blending story-telling and transactional content.
As part of the brand relaunch, Pandora announced new long-term partnerships with six well-known global influencers, chosen for their relevance to the core Pandora audience. The six women are Nathalie Emmanuel, Georgia May Jagger, Halima Aden, Larsen Thompson, Margaret Zhang and Tasya van Ree.
In addition, Pandora recently partnered with Millie Bobby Brown, two-time Emmy nominee and UNICEF’s youngest-ever Goodwill Ambassador, to specifically support the launch in October of Pandora Me, a new collection developed with a younger audience in mind. Later in the year, Pandora will launch products in collaborations with Harry Potter and Frozen II.
A number of products will hit the market in conjunction with the brand relaunch which includes the global launch of the Autumn/Winter 2019 collection.
The company said all of these initiatives will be supported by an increased marketing investment. Further initiatives will be announced, as the renewal of the complete consumer experience continues into 2020.